From a marketing stand point, the power of YouTube makes sense to anyone who understands the basic principals of visibility and exposure. But a recent post on ReelSEO explains why video resonates with audiences on a deeper level than other engagement methods. Susan Weinschenk, Ph.D. is the author of Neuro Web Design: What Makes Them Click. According to her, the appeal of video can be described in 5 main points.
1. Visual movement gets attention: Video production is an active medium and people naturally respond to physical movement. It is perhaps the easiest way to get someone’s attention and explains why people generally prefer action photography than standard, still-life portraiture.
2. Speakers and listeners are in sync: According to Weinschenk, “the brain patterns of listeners synch up with the brain patterns of the speaker they are listening to.” As a result, hearing someone speak creates a more intimate, mental connection for the audience and they are more likely to pay attention or care.
3. Video production can get away with asynchronousity: People generally prefer to consume information or communicate with others in real time. Chats or video messaging will always be more meaningful than an email or a recorded lecture. However, seeing and hearing someone speak helps viewers engage content in a way that they generally engage synchronous communication.
4. Video conveys emotional and factual information: In other words, video has pathos. Although emotion can be conveyed in text or a still image, there are more ways of sending that message in a moving, talking video. People are much more interested in emotions than facts.
5. Video production combines the most powerful engagement methods into one medium: It’s more than sound and movement, video also allows for social validation by means of testimonial and sharability. “Video testimonials are social validation on steroids. Social validation, brain syncing, emotional content… you just can’t beat this for persuasion,” she said.
Visit ReelSEO for the full interview with Susan Weinschenk. For help implementing video with your business, visit Video One Pro.
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